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Coors' twins ads a hit with target market

By Michael McCarthy, USA TODAY

Judging by what's hot with young men these days, few are aspiring to be sensitive Alan Alda-types from the '70s.

Coors Light ads feature football fans and songs of praise for the game and its cheerleaders.

Among TV favorites, in addition to sports, are shows such as The Man Show on Comedy Central. Their magazine taste runs to Maxim and Stuff — not GQ.

To sell beer to these guys, the prime market, Coors concluded that the way to get their attention would be commercials featuring a pair of busty cheerleaders — who are twins.

The concept got its start when Ron Askew, marketing chief for Coors, asked FCB to create an "anthem for what guys really like."

FCB responded by writing "love songs" for guys. As Chuck Rudnick, group creative director, says: "Nobody would argue men love women, so why not two of them? That's why twins rings so true."

So true that they've crossed over, as they say in the ad business, into pop culture. Saturday Night Live did a parody of the commercial starring Jennifer Garner of Alias on Feb. 15. In the spoof, two beer-drinking guys are so excited to meet their twin dates, they sing the Coors Light song. But their dates turn out to be joined twins played by Garner and Rachel Dratch (who wears a plastic third arm sticking out of her head).

Meanwhile the real 26-year-old Klimaszewski twins, originally from the Boston area, have sung the national anthem at a New England Patriots game and been featured in a photo layout in Maxim.

Theirs are "the highest-scoring spots in Coors history," Askew says. Coors Light was No. 3 in U.S. beer sales with a 2002 market share of 8.1%, up 1.2%, according to Beer Marketer's Insights. Bud Light was No. 1 with 17.8%, up 7.8%, while former No. 1 Budweiser was second at 15.6%, down 3%.

Coors Light is promoting the "Twins."

The ads have also caused Coors and FCB to be accused of sexism. Askew says, however, that of the more than 4,000 calls, letters and e-mails that have come in, less than 30% have been negative, with the bulk of complaints coming from consumers over age 40.

Coors' answer to charges that it treats women as sex objects: "We've been careful not to make this all about babes," Askew says. "All the women in the spots are leaders, not followers. The women are in control. They're the ones inviting you into the party at 4 a.m."

The ads polarized consumers surveyed by Ad Track, USA TODAY's weekly poll. Overall, 25% of consumers like the ads "a lot" — better than the Ad Track average of 21%. But men and younger adults (Coors' targets) drove that score. About 29% of men like the ads "a lot," vs. 16% of women. And in the prime beer marketing age group of consumers in their 20s, more than 40% gave the ads the top mark.

"We're very pleased with those numbers," Askew says. "These spots are designed for people 21 to 25 years old and for people who are young at heart."

The ads also got a high "dislike" score of 22% vs. the Ad Track average of 13%. Women and older consumers drove that score: 32% of women "dislike" the spots, as do 42% of those age 65 and older.

Those numbers don't surprise Askew, who says Coors' internal research found older consumers less receptive.

But one complaint surprised Askew. A 50-year-old woman said she was very uncomfortable with the party scenes. "She told us, 'I don't like you showing me what my son and daughter are doing (on) the weekends.' "